Apple's annual developer conference in San Francisco.
Apple Airs New iPhone TV Ads Featuring Samuel L. Jackson and Zooey Deschanel [Updated]
The Next Web notes that a new iPhone 4S ad aired during ESPN's SportsCenter this afternoon, featuring actor Samuel L. Jackson giving Siri orders.
Updated: The ad does appear to be an Apple creation, with the three U.S. iPhone carriers -- AT&T, Sprint, and Verizon -- being variously featured in title cards at the end of the ad. There is a similar ad featuring Zooey Deschanel being broadcast as well:
Apple rarely, if ever, uses celebrities in their advertising, particularly as themselves. The "I'm A Mac" ads featured Justin Long and John Hodgman, but they were playing characters rather than acting as a celebrity endorsement. One notable exception was actor Will Ferrell, who did a number of iPod ads a few years back.